In this article, we will show you how to make working marketing brochures. It will be useful not only for designers, but also for the marketing department and advertising managers, so that they know for sure what they want the next time they go to order a promotional brochure.
Advertising brochure ... You have met this simple, simple and effective advertising tool many times. Just remember: you crumpled it in your hands at some exhibition, put it in your pocket when leaving the store, raked it out of the mailbox along with letters and newspapers, or with relief threw it into the trash can on the street, walking a couple of steps away from the promoter who you handed it over.
And now the main thing - can you remember at least one of these booklets? What was written in it? Have you saved it so you can study it more closely? If you have been thinking for more than 5 minutes and have not “fished out” a single booklet from your memory, you should know that you have never come across real masterpieces of booklet design. If you saw at least one, you would definitely remember it.
Main characteristics of the booklet
A BOOKLET (from the English booklet - little book) is a non-periodical sheet publication printed on both sides of the sheet and folded (folded) in any way in two or more folds.
Booklets are different. It all depends on the imagination of the designer and the capabilities of the customer. If we consider the booklet in detail, we will see that it has the following characteristics:
Format (size)
The booklet has 2 sizes: folded (finished) and unfolded. When folded, the most common are A6 (105x148mm.), A5 (148x210mm.) And A4 (210-297mm.). In expanded form, everything will depend on how many folds (folds) you plan to make. The most popular type of booklet is euro booklet (or leaflet). This is an A4 sheet, printed on both sides and folded to fit a euro envelope with two parallel folds. It is convenient to send the Eurobooklet by mail, as well as place it on special stands during exhibitions and distribute it at promotions.
Folding type
It all depends on how much information you need to place on the booklet. The more information, the more folds. The main thing here is not to overdo it. Below are the most common types of folding, but this does not mean that this is the only way to fold the booklet. There can be hundreds of options.
Sometimes one of the leaflets in the booklet is turned into a tear-off coupon by perforating one of the fold lines.
Paper type
For booklet printing, as a rule, paper with a density of 135 - 250 g / m2 is used. Booklets made of paper with a density of up to 150 g / m2 can be simply folded (folded). If the density of the paper is greater, then a creasing is needed - a squeezed groove along which the booklet is folded. If you do not do the scoring on thick paper, you will get an ugly "hall". For printing booklets, a variety of paper grades are used: from simple coated paper to expensive textured, tinted, designer papers. It is important to remember that paper can both emphasize the design and “kill” it, so before you start working on the layout, decide on what paper you will print it.
Print type
Typography will help you decide on the type of printing, but you still need to understand what advantages and disadvantages each of them have. We will cover the most common types of printing.
Digital printing appropriate if the task is to print a small print run (up to 500 copies). It does not require a lengthy prepress and plate production process. The disadvantages include the presence of the so-called sawtooth contour, which is present on the outlines of the letters. True, to see it, you need to take a magnifying glass. Small powder particles and black color rendering problems may also be present.
In design, the rule works - everything ingenious is simple. All accents must be justified and work out the costs of their production.
Offset printing it is of very high quality and requires prepress, therefore it is used (and profitable) for printing large runs (more than 500 pieces). When printing on offset, the quality of the paper directly affects the result. For example, if the paper has some irregularities, the printed elements may appear slightly wavy. The disadvantages include the fact that each additional color leads to higher prices. Otherwise, offset has only advantages.
Felling and other "beautiful things"
One or several strip-sashes can be decorated with a cut (cut-out), which, in combination with a specially developed graphic design, will create a bright accent. It is also possible to coat some graphic elements with UV varnish (glossy finish). It should be borne in mind that to use punching, embossing and even UV varnish, it is better to take thick paper - starting from 200 g / m2. Being engaged in "decorating" the main thing is not to "overdo it." In design, the rule works - everything ingenious is simple. All accents must be justified and work out the costs of their production.
Example of UV varnish application
An example of using punching
Basic rules for booklet design
Conciseness
The first, most important and most important rule in booklet design is not to try to "shove in the stuff." This is a small advertising medium, the meaning of which is to briefly and interestingly inform about a company, product / event or service. Laconicism is the key to success. Try to remember this yourself and put it in the head of the customer. A booklet with a bunch of text causes horror and an immediate desire to find an urn to throw it away. Highlight the main ad message and play with it. For example, if the purpose of the brochure is to inform about the company, tell us briefly about the services it provides, highlight the USP (unique selling proposition), indicate contact information. No need to go into details. If the client is interested, he can find out everything on the company's website or at a personal meeting with managers.
Orientation
The main purpose of a brochure is to grab the attention of potential customers, so before you start thinking about design, you need to understand who the target audience of your advertising message is.
Taking into account the interests of the target audience, you can choose the right color and style of the booklet: for women - pink, red, pastel shades; for young people - bright, possibly acidic colors and juicy shades; for serious business partners - blue, gray, dark green, etc.
The design of the booklet is developed taking into account the target audience.
Do not forget about the corporate identity of the company, because, despite the “one-time” nature of the advertising brochure, it should be directly associated with the company. At the same time, it is not necessary to use all the elements from the brand book - it is enough to take one or two recognizable ones that will support this connection.
Layout
The booklet opens or unfolds, so it is imperative to make sure that pictures and texts that are folded on different pages are well combined when unfolded. Different types of folding create pages of different sizes, this can also be played up with design.
Vivid visual accent
The small format of the booklet also dictates the second design rule - no need to shallow it. If you use a lot of small pictures, there is a danger that no one wants to look at them. It is better to choose one or more juicy images that are guaranteed to attract attention, and complement them with text. Sometimes it is worth giving preference to local colors, which in themselves can become an anchor that catches the eye. As a rule, for booklets, they are used that are easy to beat.
Readable fonts
In general, fonts must be readable, otherwise they contradict their main task - to convey information. And on the scale of a small booklet format, this becomes almost the most important. It is better not to use more than 3 fonts within one brochure. A hodgepodge of type is generally a sign of "bad" taste, so it's better to choose one font and use different spellings (bold, black, italic) for text accents. For more tips on working with fonts, see this table.
Holds
To take the booklet with you and keep it, it is best to put something “valuable” in it. It could be a tear-off discount coupon, a pasted in discount or gift card, or something else. People love "freebies" in all its forms, so this will significantly increase the likelihood that the booklet will "live" longer.
In order not to be unfounded, we have made a successful, very successful and simply brilliant design of advertising brochures. Get inspired, think, follow the rules, and then there is a high probability that your booklet will also be among the best. Good luck!
A text editor in the understanding of many is a tool for typing and formatting text. But in fact, Word is a powerful multifunctional tool that can help reduce the time and financial costs of firms and organizations. In the editor from Microsoft, it is easy to create not only text, but also a presentation, a flyer. We will analyze an example of making the latter in this article, taking as a basis the advertising of the hotel business.
The booklet is its purpose
Advertising of goods and services through leaflets, calendars, business cards is very effective. Booklets have a special place in this row. A sheet of format folded in a certain way, contains a maximum of information about the company, organization, and its products. The compact size of the booklet is another advantage over leaflets and posters.
Form
Booklets are usually printed on a standard-sized sheet of paper, which is folded later, giving it the appearance of an accordion. The result is a small, elongated booklet with three pages. They are filled on both sides.
Of course, you can also make a booklet from two pages. An example of this is theatrical programs. But this format is more convenient for placing mostly text information. In the event that you need to place a maximum of images, it is best to resort to the classic look.
Booklet in the "Word"
To create promotional items in the most popular, you need to download the template from the official website. In this case, there is no need to search for it on the net. It is enough to start "Word", go to the "File" tab, select the "New" command. Each installed version of the program already contains many templates for various types of documents. These are protocols, flyers, invitations and similar templates. Booklets are usually missing. But it is enough to type the word "brochure" in the search bar, and the smart editor finds what you are looking for on its own. Along with the brochure template, the program offers several types of other printing products, but for now it is enough to select the required standard version.
After clicking on the template, the standard "Word" window will open, but the booklet will already be displayed in it. This example can be easily changed by replacing the offered information with your own advertising materials.
Booklet creation
The downloaded template, as already mentioned, is two ordinary sheets of A 4. They are located in landscape orientation. It will not work to change it in the Word, but this is not required.
The first sheet has three columns. The far left is the title page of the booklet. It usually reflects the name of the company and its logo. The two remaining columns can be filled in with information about tours, conditions of registration, prices, excursions offered, and various services. To do this, just click on the area already occupied by the template text and replace it with your own.
The second sheet is the back of the booklet. It also contains information and illustrations. But it must be remembered that later you will have to fold the sheet like an accordion. And the reverse side will be just regular pages. To see how to arrange the information correctly, you need to print the booklet. An example will show which of the columns is the cover page, which pages will be internal, where to place the contact information.
Editing a booklet
The size, color, type of font in the template can be changed. The "Home" tab when working with a template is practically unlimited in functionality. All formatting options are available, which cannot be said for the rest of the tabs. So, for example, it is not possible to split text into a large number of columns, change the orientation of the sheet, and set margins.
The functionality is also limited in working with drawings. There is no way to set boundaries, group images, select objects. In our case, when creating a brochure for a hotel business, there are enough editing functions. But what if you need a colorful brochure, for example, a children's booklet? It can be created without resorting to a template.
We create a custom booklet
It is best to consider this process step by step. So:
- We launch the "Word".
- Go to the "Page Layout" tab.
- We select the item "Orientation".
- We set the landscape position of the sheet.
- In the same tab - "Page layout" - select the "Columns" function, note their number. In our case, that's three.
- We set the separation of pages. To do this, select the "Other columns" line from the "Columns" item. In the drop-down window, put a tick in the "Divide" checkbox.
At this point, you can start filling out the first part of the booklet. Recall that the column on the far left is the title page. After filling it out, the editor will display a dividing line, this makes the work more convenient. We create the second part of the booklet in the same way as the first.
Conclusion
As you can see, it shouldn't be too difficult for anyone to make a booklet. The example we reviewed is fairly universal for any type of business. But there are times when you need to create a brochure with any special effects: an unusual complex shape, with a very large number of columns, and so on. Booklet software is what will help you in an unusual situation. Typically, this type of software has various complex graphical functionality that allows you to edit photos in booklet mode. If a company or organization does not claim a prize in the field of the most colorful booklets, then there is simply no need to spend money on expensive software.
A booklet is a convenient format for placing useful information. This:
- advertising;
- brief acquaintance with the material on the work;
- basic recommendations for solving health issues, organizing repairs, etc.
The booklet is made on good paper with attractive colors. It takes up little space. The prospectus (brochure) is carried out by analogy with the brochure and carries basic information with the provision of contacts for full acquaintance, clarification of details.
Booklet Making Methods
Advice! Before proceeding with the execution, you need to imagine that the booklet is information that is placed on an A4 sheet. It has an inside and outside. On the inside - information, on the outside - the cover. A4 sheet is divided into three parts and then folded. Having realized this, it is easier to start creating a booklet.
Microsoft Word 2003, 2007, 2010, 2013 provide booklet making tool. Depending on the version, there are features of this procedure.
But each of them provides two ways:
- make a booklet yourself;
- use ready-made templates.
Word 2003 with a template
This will open a window in which you need to enter the specified text and, using the prompts, create the booklet you need. You can use the suggested default style or choose other styles. After entering the information on one and the second side of the booklet, it remains to print and fold the sheet in three.
Word 2007, 2010 with a template
In these versions, the procedure differs in that in the menu "File" → "Create" we select "Booklet" and from the proposed set of booklets we use the one that is more suitable for our requirements. We enter information and print. It's simple.
Step-by-step instruction
This procedure can cause difficulties in terms of the correct placement of information. A little spatial imagination will eliminate difficulties. Otherwise, the procedure is as follows:
The page is now divided into three sections.
We enter the required information. First page:
- first column - title image, logo, title, etc.
- second and third columns - text that contains content about a product or service;
Second page:
- the first column - contact information (telephones, faxes, e-mail addresses and web-page addresses (when folded, this is the last column of the prospectus);
- the second column is filled with a picture or a general background color.
For aesthetics and appeal, both pages are filled with a background image. We also recommend that you familiarize yourself with the possibilities of Word for writing text vertically.
Important! The position of the background image should be selected "behind the text".
The next step is to send the prospectus for printing. Print settings vary by brand and model of printer. For simplex printing, you will need to manually turn the page.
Important! When double-sided, you need to set the binding correctly - "Flip Pages Relatively Short Edge".
Six months ago, I started a series on sales copy and how to create one. Only from my experience.
The series went off with a bang. There were many visits, responses and gratitude. So we continue the topic.
Today I want to talk about brochures and booklets. How to create them so that they sell and bring results.
Front page of AEG brochure
Purpose of creating the booklet
The main thing to understand is that few people are interested in you and your company.
Your product solves a problem, a person's difficulty. I deliberately do not use the word "client", because behind this cold and impersonal word hides a living person with his own needs.
And therefore your goal
- be remembered
- To solve the task person.
If you just want to be remembered, then this is a weak motive. Remember what different flyers they give you when you exit the subway or at stops. They can be very varied, but not hooked. Why?
Because you need to solve a specific human problem.
If you do not understand this from the very beginning, then in the future you will sweep away all unnecessary pieces of the brochure.
Booklet creation. Preparation stage, step by step instructions.
The preparation is much more important than the process of creating the brochure itself. After all, it is during the preparation that you get max.
Brainstorm. Make sure you have enough time to prepare. Do not skip this process, or the result will most likely be sad.
When preparing, pay particular attention to three elements:
- Target audience / people
Think carefully about who you are creating the brochure text for.
And as clearly as possible describe the problems, difficulties that arise for the people for whom you are creating a brochure. This is what you must always keep before your eyes. Don't think in marketing terms: target audience. Think about ordinary people: what makes them happy, what makes them upset.
To test yourself, do you understand the client's needs, ask yourself a simple question: "What is the person really willing to pay money for?" Very cleansing of the brain, right away 🙂
Understand your target audience well. What makes her happy, what upsets her
- USP (Unique Selling Proposition)
You must clearly understand your positioning, how you differ from your competitors. And if you do not have USP, then detach from them.
USP is what differentiates you from your competitors for the better.
- Target action
Target action is what the user should do after they read the brochure.
If you do not offer him any action, he can close the brochure and leave.
Difference between brochure and booklet
By the way, it is worth making a clarification right away.
A brochure is a multi-page directory, usually bound together.
A booklet is 2, 3 pages that are not stapled, but folded.
How to make a booklet / brochure. Stage 2: Text and 4 principles of its creation.
Let's talk about the text. You need to understand a few of the most important principles under which the text will work:
- Benefit
- Numbers
- Human language.
- Real people
Benefit.
No need to give streamlined phrases. You need to talk about what client problem you are solving.
In other words, the principle "Not US, but YOU."
If you are a home appliance company, sell:
- "Silence from the washing machine"
- "Free time free from the dishwasher"
There is even such a principle: "to sell not a drill, but holes in the wall." Understand that a man is not buying a drill. And a hole in the wall at a convenient time for him. And if you write this on the website, and he just had a difficult dialogue with his wife in the style of “Dear, hang up the picture, I've been asking you for six months already” ... This will become a trigger.
This is what your brochure or brochure should convey. This is why you need to clearly understand your target audience. After all, different people need different things.
Sell holes in the wall.
Sell "Holes in the Wall" to a man, not a drill
Numbers.
Not "many years of experience allows our chefs to prepare wonderful dishes." But “28 years is the total experience of our chefs who prepare more than 103 dishes”.
People don't believe the information about "dozens of online school graduates." But people believe the information about "82 school graduates"
The exact numbers in the brochure are very important.
Human language.
No "cognitive dissonance", even if the target audience is psychologists.
Try to write in as simple language as possible.
Real people.
Let real people praise your product or service.
And the texts for them do get it from them. Or record it on a dictaphone and then transcribe it.
People trust other people.
Here is an example from the Electrolux brochure
"Cooking with a combination of steam and hot air is one of my favorite techniques and is the secret of professional cooking." Fernando Canales Chief Chef of Etxanobe Restaurant, Bilbao, Spain
Here is such a man with a kind smile and a quote calls a lot of sympathy the target audience is women. AEG did a wise thing in the Household Appliances booklet.
And the main rule is to shorten the text. Minimum text, maximum squeeze use.
Creation of advertising brochure / booklet. Stage 3. Design.
- Color in brochure or booklet
Choose the right color. Take advantage of color printing.
Take a look at the Cadillac brochure, for example. The colors are juicy, and at the same time, the feeling of a rich choice.
There is a color palette. The color combination should be harmonious.
It is worth choosing a color according to 3 parameters:
- Related colors
- Contrasting colors
- Monochrome colors
This can be clearly seen in the image.
Color combination and color wheel.
- Fonts in a brochure or booklet
Limit yourself. Don't overwhelm the reader with a wide variety of fonts.
Usually newbies try to surprise, hook, and use a large number of fonts. It is not necessary to do this, because there will be the opposite effect.
There are no laws in design, there is personal experience, which many try to make laws. And yet there is one wish that I recommend using:
- Photos in brochure or booklet
High-quality photos are always visible. It's nice to look at them. It doesn't matter what product you have: food, clothing or concrete mixers.
Don't skimp on images.
High-quality photographs are paramount
Details when creating a brochure or booklet
- Paper carrier
You need to immediately think about which brochure format you or the client for whom you are creating a brochure is pleasant.
The options can be very different.
If it is a booklet, then it is usually small in size: one, two folds.
- Booklets with one fold (fold) - have the format of sheets A6, A5, A4 or A3.
- Booklets with two folds are made from sheets of A5 to A3 format and they have more folding options
- The three-fold booklet can be folded with the pages inwards in three different ways, as well as with a W-shaped accordion or counter-folds with a bird-like cross-section.
- Booklets with four folds are traditionally made accordion-like from A4 to A1 sheets.
If it is a brochure, it may be larger. In addition, a brochure, unlike a booklet, is fastened together with a paper clip, a spring, or KBS (glued seamless binding.)
Brochure formats are very different:
- A4 catalog: ready-made 210 x 297 mm, spread 297 x 420 mm
- Catalog A5: finished 148 x 210 mm, spread 210 x 297 mm
- Eurocatalog: ready-made 210 x 100 mm, spread 210 x 200 mm
- Paper density
This is an important element.
Thick paper always makes a richer impression.
Conversely, thin, low-quality paper is the opposite.
- Use non-standard moves
- choose a custom shape (square shape, pocket brochure)
- Several internal tracing paper inserts
- design papers for the cover
- embossing
- selective varnish on the cover
Custom photos, text placement and font sizes are memorable.
This will help you make your brochure better.
- Brainstorm
Try to get everyone interested in an enclosed space. Close the doors. Set a goal and a gun to your head with the words: "If we do not develop this brochure by the evening, then I ...". Stop. Sorry, the fantasy brought a little ...
Gather people. Set a common goal. And let the creativity and creativity flow out as much as possible.
When starting out, draw by hand. It doesn't matter if you have a doodle.
Give up tablets, gadgets, and just use a pencil. Then the brochure or brochure will be more familiar and ideas will be easier to express.
- Use What Works
Don't try to be weird, creative just to stand out. It won't work.
For example, most designers use 15-20 fonts. It is because these fonts are verified. If there is no clear justification why you should use a custom Broadway font, then don't use it. Helvetica for text and Rockwell for headings like
- A good first impression of a brochure is half the battle.
Make a strong first impression. Hook the reader and even the viewer. Solve his problem.
Then the success is already half guaranteed to you.
- First page
Let it be such that it was impossible to come off. Like the first page of the book "Anna Karenina", where the author very quickly draws you into the study process.
But there is not even any design there.
Cadillac Escalade brochure front page memorable
- Explore other brochures
First of all, know your competitors by sight.
Second, look at the brochures of companies with million dollar budgets.
These are car companies, household appliances, mobile phones.
I am attaching a few examples (to download, right-click and select "Save As"):
- catalog of freestanding equipment AEG
- Oven AEG
- Brochure in Ford Focus
Conclusion about creating a booklet or brochure
If you want to make a strong brochure, apply these principles. And add a dash of creativity.
But if it's difficult - contact us. We, the Slovo studio team, will do everything in the best possible way.
Shortly about myself: Entrepreneur, internet marketer, commercial writer, Christian. Author of two blogs (and Words of Encouragement), head of the "Word" text studio. I have been writing deliberately since 2001, in newspaper journalism since 2007, and I have been making money exclusively with texts since 2013. I love to write and share what helps me in trainings. Since 2017, he has become a father.
You can order training or texts by mail or by writing in a personal message in a social network convenient for you.
We will consider several options, how to make a booklet in Word
. How to make a brochure, booklet in Word using a spreadsheet, see Create a brochure in Word. Here we will consider the option of breaking the text into columns.
Create a brochure in Word it is better to start by setting up fields, columns on a blank page, and then write text, insert pictures.Then there will be no problems with the design of the booklet.You can make columns on a page with already typed text. But then, the text, when breaking it into columns, may be located on the page in the wrong place, if we do not make breaks in the text. We will fold the booklet three times - we will make three columns.
So, in a new document on a blank page, set the page format to landscape.
We set the margins on the page (1.2 cm each).How to set up fields, expand a sheet, and other parameters, see "Word page options».
We set the number of columns on the page.On the "Page Layout" tab in the "Page Settings" section, select "Other Columns".
In the dialog box that appears, we do all the settings at once.
If the entire page is filled with text, you can Word text split into columns in the place we need.
Place the cursor at the desired place in the text.In the "Page Setup" section, select the "Breaks" function and select "Column". Then, when we set the column function, the columns will be formed along these text breaks.
Insert pictures, photos, work on the design in the same way as on a regular Word sheet.See articles - "Word Home Tab" , " How to insert a photo, drawing into a Word document"It turned out like this.
Part of the Word text is split into columns.
If you need to make columns from a piece of text, then first select this text, then set up the columns in the dialog box, "apply" - we indicate "to the selected text".
To avoid large spacing between words, you can set the "Hyphenation" function also in the "Page settings" section. Make text alignment "Fit to Width" in the "Paragraph" section on the "Home" tab. The result is smooth columns. 
In a booklet, you can place the text in a column or expand - this is a different type of text obtained. You can insert a background, borders, etc. Print text on both pages of the sheet, etc. For details, see the article "How to print in Word".The finished booklet can be printed on colored paper if there is no color printer.
There is another option, how to set up a Word sheet for brochure creation. See the article "How to make a brochure in Word" about this.
How to copy a Word table, see the article "Copy table, stationery from Word to Excel".
